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3rd Annual Japanese SEM Market Research - May 2007
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3rd Annual Japanese SEM Market Research

May 2007

Purpose: Grasp the SEM usage condition in Japan

Size: SEM user – 121
Non-SEM user – 21

SEM agencies – 7

Type: Online (web)

1. Overall Questions About SEM

a. Q1: What type of SEM services do you use?

i. SEO only – 36.4%

ii. Paid ads only – 10.7%

iii. Paid inclusion only – 2.5%

iv. SEO and paid ads (about 50/50) – 19.0%

v. Mainly SEO with some paid ads – 18.2%

vi. Mainly paid ads with some SEO – 12.4%

vii. Others – 0.8%

viii. No response – 0.0%

  1. Q2: What’s the main purpose of the SEM?

i. Branding company – 45%

ii. Branding products and services – 33%

iii. Online sales – 9%

iv. Obtaining the leads (requests for information, membership registration, etc.) – 7%

v. Tie-up with off-line advertising and marketing activities – 3%

vi. Others – 2%

vii. No response – 0%

  1. Q3: How much did you spend for SEM in 2006? (in Yen)

i. SEO:

2. 1 – 1.2mil – 43%

3. 1.2mil – 3.6mil – 21.5%

4. 3.6mil – 12mil – 5.0%

5. 12mil – 60mil – 3.3%

6. 60mil and up – 1.7%

7. No budget – 25.6%

8. No response – 0.0%

ii. PPC:

1. 1 – 1.2mil – 27.3%

2. 1.2mil – 3.6mil – 14.0%

3. 3.6mil – 12mil – 9.1%

4. 12mil – 60mil – 4.1%

5. 60mil and up – 1.7%

6. No budget – 43.8%

7. No response – 0.0%

iii. Access Log Analytics:

1. 1 – 1.2mil – 35.5%

2. 1.2mil – 3.6mil – 9.1%

3. 3.6mil – 12mil – 1.7%

4. 12mil – 60mil – 2.5%

5. 60mil and up – 1.7%

6. No budget – 49.6%

7. No response – 0.0%

iv. Social Media:

1. 1 – 1.2mil – 19.0%

2. 1.2mil – 3.6mil – 9.1%

3. 3.6mil – 12mil – 1.7%

4. 12mil – 60mil – 2.5%

5. 60mil and up – 0.8%

6. No budget – 66.9%

7. No response – 0.0%

v. Mobile SEO:

1. 1 – 1.2mil – 14.9%

2. 1.2mil – 3.6mil – 8.3%

3. 3.6mil – 12mil – 1.7%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 0.8%

6. No budget – 71.1%

7. No response – 0.0%

vi. Mobile PPC:

1. 1 – 1.2mil – 12.4%

2. 1.2mil – 3.6mil – 9.1%

3. 3.6mil – 12mil – 3.3%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 0.8%

6. No budget – 71.1%

7. No response – 0.0%

  1. Q4: What’s your budget for SEM in 2007? (in Yen)

i. SEO:

1. 1 – 1.2mil – 49.6%

2. 1.2mil – 3.6mil – 17.4%

3. 3.6mil – 12mil – 6.6%

4. 12mil – 60mil – 4.1%

5. 60mil and up – 1.7%

6. No budget – 20.7%

7. No response – 0.0%

ii. PPC:

1. 1 – 1.2mil – 29.8%

2. 1.2mil – 3.6mil – 19.8%

3. 3.6mil – 12mil – 9.9%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 1.7%

6. No budget – 35.5%

7. No response – 0.0%

iii. Access Log Analytics:

1. 1 – 1.2mil – 36.4%

2. 1.2mil – 3.6mil – 9.9%

3. 3.6mil – 12mil – 4.1%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 1.7%

6. No budget – 44.6%

7. No response – 0.0%


iv. Social Media:

1. 1 – 1.2mil – 19.8%

2. 1.2mil – 3.6mil – 9.9%

3. 3.6mil – 12mil – 4.1%

4. 12mil – 60mil – 2.5%

5. 60mil and up – 1.7%

6. No budget – 62.0%

7. No response – 0.0%

v. Mobile SEO:

1. 1 – 1.2mil – 20.7%

2. 1.2mil – 3.6mil – 9.9%

3. 3.6mil – 12mil – 3.3%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 0.8%

6. No budget – 62.0%

7. No response – 0.0%

vi. Mobile PPC:

1. 1 – 1.2mil – 16.5%

2. 1.2mil – 3.6mil – 10.7%

3. 3.6mil – 12mil – 3.3%

4. 12mil – 60mil – 3.3%

5. 60mil and up – 0.8%

6. No budget – 65.3%

7. No response – 0.0%

  1. Q5: Which budget did you shift the money from for SEM budget?

i. Web design and development – 19.9%

ii. Shopping mall fee – 5.0%

iii. Affiliate program – 6.4%

iv. Banner ads – 10.5%

v. E-mail marketing – 7.0%

vi. Magazine ads – 6.7%

vii. Newspaper ads – 7.0%

viii. TV ads – 2.9%

ix. Radio ads – 2.0%

x. PR cost – 6.1%

xi. Sales and marketing – 6.4%

xii. Direct mailing – 5.0%

xiii. POS – 1.2%

xiv. Events, etc. – 3.5%

xv. Phone book (Town page, etc.) – 2.3%

xvi. Tele-marketing – 2.3%

xvii.New budget – 4.1%

xviii. Others – 1.5%

xix. No response – 0.0%

  1. Q6: How important is SEM to your business?

i. Most important – 19.0%

ii. Very important – 69.4%

iii. Not so important – 8.3%

iv. Not important at all – 3.3%

v. No response – 0.0%

  1. Q7: Are you satisfied with the SEM results?

i. Very satisfied – 5.8%

ii. Satisfied – 31.4%

iii. OK – 53.7%

iv. Not satisfied – 7.4%

v. Very disappointed – 1.7%

vi. No response – 0.0%

2. About SEO

  1. Q8: Who manages your SEO?

i. 100% in-house – 44.6%

ii. 100% outsource to SEM agencies – 15.7%

iii. Mainly in-house with some outsourcing to SEM agencies – 25.6%

iv. Mainly outsource to SEM agencies with some in-house work – 11.6%

v. Others – 2.5%

vi. No response – 0.0%

  1. Q9: Where is your 2007 SEM budget allocated?

i. New budget – 21.2%

ii. New and some from Internet related advertising budget – 20.7%

iii. From off-line advertising budget – 8.9%

iv. New + Internet advertising + web design budget – 5.9%

v. New + web design budget – 10.3%

vi. From web design budget – 15.8%

vii. From other SEM budget – 4.9%

viii. From non-SEM Internet budget – 4.9%

ix. From mobile advertising budget – 2.5%

x. From off-line advertising budget – 2.5%

xi. Others – 2.5%

xii. No response – 0.0%

  1. Q10: Are you satisfied with the current SEM results?

i. Very satisfied – 5.8%

ii. Satisfied – 30.6%

iii. OK – 54.5%

iv. Not satisfied – 6.6%

v. Very disappointed – 2.5%

vi. No response – 0.0%

3. About Paid

  1. Q11: Who manages your PPC campaign?

i. 100% in-house – 37.2%

ii. 100% outsourced to agencies – 22.3%

iii. Mainly manage in-house and some outsourced to agencies – 19.0%

iv. Mainly outsourced to agencies and some manage In-house – 12.4%

v. Others – 9.1%

vi. No response – 0.0%

  1. Q12: How do you cope with rising bidding cost?

i. Improve web site for better conversion rate – 24.5%

ii. Review current bidding strategy and the campaign operation – 20.6%

iii. Change the agency (currently outsourced to agency) – 10.3%

iv. Use the agency (currently managed in-house) – 9.8%

v. Use new tool – 11.3%

vi. Strengthen access log analysis – 15.7%

vii. Stop PPC campaign – 4.9%

viii. Others – 2.9%

ix. No response – 0.0%

  1. Q13: Where is your PPC campaign budget allocated?

i. New budget – 31.4%

ii. New budget with other Internet advertising budget – 23.5%

iii. New budget with off-line advertising budget – 18.3%

iv. From other Internet advertising budget – 11.8%

v. From off-line advertising budget – 8.5%

vi. Others – 6.5%

vii. No response – 0.0%

  1. Q14: Do you have any concerns about the click fraud?

i. Not concerned at all – 17.4%

ii. Somewhat concerned – 47.1%

iii. Concerned – 26.4%

iv. Very concerned – 9.1%

v. No response – 0.0%

  1. Q15: Are you satisfied with the paid campaign results?

i. Very satisfied – 6.6%

ii. Satisfied – 19.8%

iii. OK – 62.8%

iv. Not satisfied – 8.3%

v. Very disappointed – 2.5%

vi. No response – 0.0%

4. Using SEM Agencies

  1. Q16: Have you used SEM companies?

i. SEM total consulting (both SEO and paid) – 18.2%

ii. Overall SEO work – 14.0%

iii. Consultation work for SEO only – 9.9%

iv. SEO campaign only – 5.8%

v. Overall paid campaign – 5.0%

vi. Consultation work for paid only – 2.5%

vii. Paid campaign only – 2.5%

viii. Paid campaign’s bid management only – 0.0%

ix. SEM reporting and results measurements – 2.5%

x. Never used SEM companies – 21.5%

xi. Used SEM companies before, but not currently – 1.7%

xii. Not using SEM companies now, but maybe in a future – 16.5%

xiii. No response – 0.0%

  1. Q17: What do you think of SEM companies knowledge, technologies, and services?

i. They are very knowledgeable – 15.3%

ii. They have great technologies – 11.6%

iii. They give detailed explanations for problems and work procedures – 12.7%

iv. They provide effective SEO services – 14.9%

v. They provide effective paid campaign management services – 9.0%

vi. They provide high quality result measurement services – 7.1%

vii. They don’t have great knowledge – 7.5%

viii. They don’t have great technologies – 6.7%

ix. They don’t give detailed explanations – 4.5%

x. Their SEO services are not that effective – 3.4%

xi. Their paid campaign management services are not that effective – 1.9%

xii. Their results measurement services are not that high quality – 4.5%

xiii. Others – 1.1%

xiv. No response – 0.0%

  1. Q18: What’s the main purpose of your mobile SEM campaigns?

i. Company recognition and branding – 20.2%

ii. Products and services recognition and branding – 20.2%

iii. Online sales – 12.8%

iv. Online leads (including requests for materials and membership registrations) – 10.6%

v. Leads to retail stores – 7.4%

vi. Tie-up with off-line advertisings and marketing activities – 4.8%

vii. Not doing SEM on mobile – 23.9%

viii. Others – 0.0%

ix. No response – 0.0%

  1. Q19: Do you plan to have SEM campaigns on mobile?

i. No plan to do SEM on mobile – 19.0%

ii. Plan to do some in future – 34.7%

iii. Keep current level of SEM campaigns on mobile – 32.2%

iv. Plan to do aggressive SEM campaigns on mobile – 14.0%

v. No response – 0.0%

  1. Q20: Do you do contents match paid campaign?

i. Yes – 22.3%

ii. No – 56.2%

iii. I don’t know much about contents match paid campaign – 21.5%

iv. No response – 0.0%

5. Non-SEM Users

  1. Q21: What’s the reason for not doing SEM?

i. Happy with current results – 20.0%

ii. Don’t think it will bring results – 8.0%

iii. Don’t know much about SEM – 20.0%

iv. It seems to be time consuming – 4.0%

v. Don’t know what SEM is – 32.0%

vi. Don’t know which SEM service provider to hire – 8.0%

vii. Don’t have enough budget for it – 8.0%

viii. Others – 0.0%

ix. No response – 0.0%

  1. Q22: Do you plan to do SEM in future?

i. Think it would work and want to do it very soon – 19.0%

ii. Think it would work, but no plan – 19.0%

iii. Don’t think it work, but planning to do since competitors are doing it – 4.8%

iv. Don’t think it work, and have no plan – 9.5%

v. Not interested – 47.5%

vi. No response – 0.0%

  1. Q23: What type of SEM services are you interested in?

i. SEM (SEO and paid) – 17.9%

ii. Banner ads / tie-up ads – 10.3%

iii. Mail ads – 10.3%

iv. Affiliate programs – 12.8%

v. Personalization / recommendation – 0.0%

vi. CRM (e-mail marketing, net incentives, etc.) – 5.1%

vii. Mobile SEM (SEO and paid) – 0.0%

viii. SEO on blogs and social medias – 10.3%

ix. Set up a shop at online shopping mall – 5.1%

x. 7.7%

xi. Banner ads – 5.1%

xii. E-mail ads – 10.3%

xiii. Others – 5.1%

xiv. No response – 0.0%

  1. Q24: Do you know anything about SEM?

i. Don’t know, not sure – 71.4%

ii. I know, but not doing it – 28.8%

iii. No response – 0.0%

6. SEM Agencies

  1. Q25: What SEM services do you provide?

i. SEO only – 0.0%

ii. Paid only – 20.0%

iii. Results measurement tools only – 0.0%

iv. Link building only – 0.0%

v. Total SEM services (SEO, paid, etc.) – 20.0%

vi. SEM and other net marketing services – 60.0%

vii. SEM and other marketing services (including off-line) – 0.0%

viii. Providing SEM services as a part of other main services – 0.0%

  1. Q26: What are some of the challenges you experienced?

i. Tougher competition for top ranking – 30.8%

ii. Click fraud – 7.7%

iii. Higher bidding cost – 15.4%

iv. Carrying out SEM campaigns for multiple search engines – 7.7%

v. Carrying out SEM campaigns for multiple markets (countries, regions, and languages) – 0.0%

vi. Selecting target search engines for SEM – 7.7%

vii. Measuring SEM results – 0.0%

viii. Deciding broad match or exact match – 7.7%

ix. Deciding to run contents match campaign or not – 7.7%

x. Tool capability and capacity – 7.7%

xi. Losing ranking at natural search results – 7.7%

xii. No response – 0.0%

xiii. Others – 0.0%

xiv. No response – 0.0%

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